Miles Laboratories: Makes The Hurt Stop Hurting campaign

Bactine's "Makes the Hurt Stop Hurting" campaign was launched in the 1950s, early in the brand's history.

Miles Laboratories: Makes The Hurt Stop Hurting campaign

E. M. Shostak

Overview

Bactine's "Makes the Hurt Stop Hurting" campaign was launched in the 1950s, early in the brand's history. The campaign quickly established Bactine's identity as an antiseptic that was painless to apply and that could soothe the discomfort associated with minor skin injuries. The campaign used images of family life and nurturing to make the product appealing to mothers whose young children were likely to need Bactine on the cuts and scrapes they acquired during active play. At a time when the country was absorbed in postwar reconstruction and...

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